April/May Issue 2009
Features
Shop Talk: Kmart Goes for Customers Who Want Style With Smarts
Mark Snyder can empathize with Barack Obama, another leader who has taken over in a really tough time. Except Obama didn't have to worry about Black Friday....
Promo Interactive Survey Shows Brands See More Potential in Digital Media Than Ever
Under pressure to make every marketing dollar count in this recession, marketers are gravitating to channels that offer measurability, accountability...
Return to Gender: When It Comes to Speaking to Women, Who Does a Better Job?
WHEN IT COMES TO SPEAKING TO WOMEN, WHO DOES A BETTER JOB? OTHER WOMEN? MEN? OR A COMBINATION OF THE TWO? IN THIS ISSUE, CHIEF MARKETER BEGINS THE FIRST...
Publisher's Note
Welcome to the New Chief Marketer Magazine
At Last, A Magazine for the Special Few: Those who know what it's like to run a marketing department, who know how to influence wary consumers and even...
CM Report
Bic Gold Promos Celebrate Pen's 50th Anniversary
School Kids have Long Found ways to use Bic pens other than for their intended purpose of putting ink on paper from spitball launchers to drinking straws....
Mobile A Sweet Deal for Axe
Chocoholics Know their Craving can Hit Anytime, anywhere, at home or away. That's why Axe made sure to launch its choco-themed Dark Temptation body spray...
Movie Themed Campaigns are Super for 7-Eleven
7-Eleven ran its first promotion with a comic- book-inspired blockbuster X-Men: The Last Stand three years ago. Since then, a string of successes, including...
Think Before You Lower Prices: Survey
A Yankelovich consumer survey reveals that marketers thinking about lowering prices may be damned if they do and almost as damned if they don't. The poll...
Social Cause Campaigns Do Good By Brands Too
Two social cause campaigns begun last year by big food producers have been renewed for 2009, and the companies say doing good for others is also doing...
IBM Makes Twitter Work as B-to-B Tool
Count IBM as one marketer that has found a way to make Twitter work as a CRM tool in a business-to-business context. Big Blue has set up Twitter communities...
The ROI of Shock and Delight
Shocking and delighting your customers sounds like a swell idea but how do you measure the element of surprise? In this economy, attention is a valuable...
Don't Ignore the Sales Funnel
Most advertisers are failing to give credit for their campaigns' success where credit is due, according to a recent study by Microsoft's Atlas Institute....
BART Tests Fare/Meal Mobile Deal
Hungry public transit riders in San Francisco may soon get help getting to their next fast food fix. The Bay Area Rapid Transit (BART) system ran a four-month...
Data & Analytics
Use Your Data to Know Your Customers
Marketers are bombarded with solutions, plans and tips to increase campaign response rates, especially during trying economic times. But they can't employ...
In-Market Timing: When Consumers Are Ready to Buy, Be Ready
Retailers often allocate a healthy chunk of their promotional efforts and budgets to customers who made the most recent transactions. But these efforts...
Digital Body Language: Use Lead Scoring to Understand Your Customer
The Internet has made today's consumer into a very different animal than his counterpart of a decade or two ago. Today, both consumer and business-to-business...
Measurement/ROI
Don't Fumble: Keep Sports Marketing Sponsorships Accountable
Once upon a time, the sports marketing and sponsorship industry was thought to be recession-proof. At the Sponsorship Symposium in New York only a few...
How to Turn Recessionary Shoppers Into Buyers
Most consumers' shopping habits change to some degree in a recession. They put off replacing the car, don't buy that extra handbag or pair of shoes, and...
Marketing Operations Management
New Barcode System Allows Closer Mail Tracking
Beginning in May, the U.S. Postal Service will start to accept mail pieces bearing the Intelligent Mail Barcode (IMB), the much-talked-about system that's...
No Proof of ROI: The Tech Frustrations of Orvis
Each issue, Chief Marketer will share one marketer's story about what frustrates him about marketing technology. First up is Orvis' Brad Wolansky. Brad...
Rules-Based Systems Can Enhance Your CRM Systems
One of the most aggravating elements of lead generation programs is determining which sales person should get which lead. Smart companies set up rules-based...
The Chieftains
We Ask the Chieftains: What's Your Social ROI?
QUESTION: DO YOU MEASURE THE RETURN ON INVESTMENT FROM SOCIAL MEDIA AS STRINGENTLY AS YOU DO CAMPAIGNS IN OTHER CHANNELS? OR IS SPEAKING TO CUSTOMERS...
